The first Super Bowl to follow the Sept. 11 attacks presented marketers with a renewed version of the challenge that confronted them a few months earlier: going out about their business in a world that had vastly changed. As early as the World Series between the Yankees and the Diamondbacks in October 2001, however, much of the country had determined to resume regular routines as best as possible. By Super Bowl Sunday in 2002, most advertisers on the roster felt comfortable trying to entertain the crowd. Only Budweiser ("Respect") and Monster.com decided to acknowledge the tragedy.
In this spot by Arnold Worldwide, New York City's mayor on the day of the attacks, Rudolph Giuliani, speaks directly to the camera for an unbroken 30-second thank-you to the country. "The sentiments seem genuine," Ad Age's Bob Garfield wrote, "and Monster.com's quiet sponsorship -- announced only with an ending logo shot -- is duly noted."Send credit info to [email protected].